Mayan
Team
Discover actionable tips to boost your product rankings, optimize listings, and understand Amazon’s search algorithm.
Few things are more frustrating as an FBA seller than having a great product on Amazon that isn't getting the attention it deserves. Being misunderstood and undervalued may be a badge of honor for poets and musicians, but in the sales game, no one wants that brand of misery.
However, you don't have to live with that frustration. With some attention to the right details, any FBA seller can dramatically boost their products' rankings. If you are ready to find your place on page one of Amazon search results, read on.
You could spend hours online reading all the articles promising to give you the secrets behind Amazon's search algorithm. While the specifics of how Amazon handles search queries are proprietary, the goals of that algorithm are no secret, and those goals are all you actually have to worry about.
Amazon wants, essentially, what you want: satisfied customers. The goal of the search algorithm is to provide each customer with quick and ready access to exactly what they are looking for when they type in a query. The goal is to have a customer enter a query that makes sense to them, and have that query return results that make sense as well.
Ultimately, you don't have to know anything about how search algorithms work. You just need to know your customers, know your products, and put that knowledge to work in your listings.
Product listings on Amazon are a bit like product displays in a store: It's all about presentation. The best presentation starts from the ground up.
Keywords are about more than what gets the most queries. If you rank at the top of page one for the most searched terms related to mountain bike tires, but you are selling tires for road bicycles, that ranking won't help sell your tires.
Dig into who your target customers are and what they use your product for. Consider niche use cases as well. As with everything else in sales, start with your customers and what connects them to your product, and build out from there.
You don't have to be a wordsmith or hire an agency to create solid product pages. You just have to think of your customers and what they need to know. Make your descriptions clear and concise, but don't leave out important details that might make a customer hesitate before clicking the "Buy now" button. Include relevant information such as colors, measurements, version numbers, or weight.
Don't pack your product title full of keywords. The title should be just that: A title. It should clearly and concisely tell the customer what your product is, not read like a list of keywords and jargon.
Depending on your product and target customer, you may want professional pictures and illustrations or you may find that a few simple pictures of unboxed items do the job. Regardless, for each visual you select, ask yourself what its purpose is and what it is telling your customer.
Size charts should clarify what a customer is ordering, not leave them wondering what you mean by "medium-small." Pictures of example use cases should make sense and be relevant to your customers and how they will use the product. Visuals should pop and catch your customers' eyes, but they should also hold their attention by giving them information about the product that will entice them to buy it.
Communication with your customers is the key to understanding them and understanding your customers is essential for selling to them.
For existing products, reviews give insights into who your customers are and how they use your product. For instance, if most of the people reviewing a tarp you have listed discuss how perfect it is for covering boats, you can use that information to create a listing that speaks to that niche.
You can also discover a lot about your customers and create lasting relationships with them by reaching out to them outside of Amazon. Whether you have your own website or are just getting started setting up a social media account, never forget the importance of relevance, You may have the best TikTok or Facebook that has ever been created for an FBA business, but if your customers aren't using those platforms, they aren't going to see it.
Whether your customers are following the latest social media trends or happy to poke around the same forums they've used for decades, going to where they are will always work better than expecting them to come find you.
Amazon's search algorithm favors product listings with strong sales metrics. While that may feel out of your control at times, there are several things you can work to stay on top of that will help improve your rankings.